Social and marketing researchers run focus groups to find out what people are thinking. But usually they skim the surface to find out people's concerns so they can parrot them back to them. This is good for campaigning and marketing, but it skims the surface of people's thinking. It doesn't require them to deliberate and it doesn't elicit HOW MUCH they care about things. Plumbing those depths requires a different approach — for instance one in which you get people to deliberate and, even better, make difficult choices that enable you to see how much they care about things compared with others.